For the report, Kapost surveyed 506 U.S. marketers and filtered responses to include only B2B-focused companies with dedicated content teams or employees. Just over 20 percent focus on managing content for marketing but don’t have dedicated content teams or employees, while 27.3 percent don’t focus on marketing content at all. Of the companies included in Kapost’s survey, 56.2 percent said their content budgets would increase in the next year, 42.3 percent said it would remain the same and just 1.5 percent said it would decline. Customer Experience Reigns Supreme for Content Marketing TEams In 2019, content will continue to play an essential role in customer experience — 97 percent of marketers told Kapost they believe this year content will be as important or more important as last year for creating positive customer experiences. About 35 percent of hiring managers interviewed said they look for knowledge of strategy and operations when hiring for their content teams. Among the top most popular roles on content teams, Web/Graphic Designer was number two, while Videographer was number five. Marketing/Advertising Is Now the Most Desired Major for Content Marketing Talent As the skills hiring managers look for changed over the years, so did the educational backgrounds they preferred their candidates to have. In 2014, most hiring managers looked for three to five years of content marketing experience, rather than a specific major. In 2018, Marketing/Advertising was the most popular major, followed by Graphic/Web Design followed by content marketing experience rather than a major. You can find content operations across teams such as marketing operations, content marketing, product marketing and design.
Are you ready to build and develop your content operations team in 2019? Kapost just released its Content Operations and Strategy Hiring Handbook, which offers statistics about what B2B companies look for when hiring content operations talent and tips for building out your team.
For the report, Kapost surveyed 506 U.S. marketers and filtered responses to include only B2B-focused companies with dedicated content teams or employees.
Here are eight major trends covered in the report that you need to be aware as you head into the new year.
1. Most Companies Are Hiring Specifically for Content Teams
Kapost notes that five years ago, very few organizations hired specifically for content operations. They cite a 2013 report from Altimeter that found very few of the companies had content divisions or staff with the word “content” in their titles.
Today, things look much different — 67 percent of respondents told Kapost that their organizations would hire specifically for content teams in the coming year. Three out of four organizations interviewed have dedicated content teams, and most also have content operations roles to manage the strategy and process behind their content. This demonstrates that company leadership increasingly views content as a legitimate aspect of business strategy that deserved a dedicated team.
Even including the organizations that don’t focus on content, more than half have dedicated content teams. Just over 20 percent focus on managing content for marketing but don’t have dedicated content teams or employees, while 27.3 percent don’t focus on marketing content at all.
Another sign of increased executive buy-in for content operations is the trend toward higher content budgets. Today’s content teams now have more resources available to them, and most content budgets are expected to increase in 2019.
Of the companies included in Kapost’s survey, 56.2 percent said their content budgets would increase in the next year, 42.3 percent said it would remain the same and just 1.5 percent said it would decline. Overall, that means 98.5 percent of content budgets will be either increasing or staying the same this year. This demonstrates an overwhelming consensus that content is valued in today’s organizations and worth investing in.
If your content budget is one that isn’t increasing, you may be interested in the advice Kapost offers in the report for increasing buy-in. They recommend focusing on current missed opportunities rather than requesting increased funding and provide formulas to help you justify a budget increase.
3. Customer Experience Reigns Supreme for Content Marketing TEams
In 2019, content will continue to play an…
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